Ask an AI about your business. One fact in six is wrong.
Idealog reported on 16/09/2026 on research by Searchable, a London AI search visibility company, that checked 32,556 facts AI assistants gave about 1,704 brands. New Zealand businesses came off worst of the markets measured: 16 percent of the facts about them were false, against a global average of 9 percent. Small firms fared worse than large ones, and 78 percent of the small businesses found at least one mistake among the facts checked.
The errors were the kind that cost you a customer. Assistants invented service offerings, described subscription pricing a studio did not have, credited a skin clinic with membership programmes it did not run, and got practitioner qualifications wrong. Most of it traced back to old information rather than pure invention. Searchable's JP Garbaccio told Idealog the bulk of AI's opinion of a business is formed by press, directories, review sites and forums, and advised owners to check the sources the assistant cites, treat their website as the factual record, add schema mark-up, and keep listings and reviews current.
Our take
People now ask ChatGPT and friends about you before they ring you. If the answer says you offer something you do not, or misses the thing you are best at, you lose the job before you knew it existed. And this study says that is happening to Kiwi businesses more than anyone.
The fix is not mysterious, it is housekeeping. One website that is true today, structured so a machine can read it, and the same facts everywhere else: Google profile, directories, the review sites. It is the same work that makes your ads convert and your phones ring. At Beyond we treat it as one job, not five.